Internship Research Project Mobile Advertising Forms

Slide 1: Mobile
Adver,sing
for
Dummies
 different
forms
of
mobile
adver,sing
 along
the
sales
funnel
 Internship
Research
Project
Peter
Evers


Slide 2: Research
Overview
 •  Link
marke,ng
goals
to
forms
of
mobile
 adver,sing
 •  AIDA
model
 •  50
cases
analyzed
 •  26
variables
 •  1300
entries


Slide 3: Cases:
Countries
 1
 1
 1
 1
 1
 2
 2
 US
 UK
 4
 Turkey
 25
 Spain
 China
 5
 South
Africa
 France
 10
 Portugal
 India
 UAE
 Europe


Slide 4: Cases:
Markets
 1
 1
 1
 2
 Automo,ve
 3
 18
 Food
 6
 Telecom
 Radio
&
TV
 Body
&
Beauty
 6
 Sports
 Travel
 12
 Insurance
 Technology


Slide 5: Cases:
Use
of
Mobile
internet
 10
 26
 Onportal
 Offportal
 14
 No
use
of
mobile
internet


Slide 6: AIDA:
Marke6ng
Goals
 26
 28
 AWen,on
 Interest
 Desire
 5
 Ac,on
 23


Slide 7: AIDA:
A9en6on
 Bannering
 1
 1
 Wallpapers
 1
 1
 1
 11
 Mobile
Game
 2
 Mobile
Content
LP
 3
 SMS
Game
 Video
 4
 Ringtone
 5
 Quiz
on
LP
 4
 4
 Mobile
Community
 Branded
Phone
 Mobile
Calendar
 Preroll
Video
Ad


Slide 8: AIDA:
Interest
 1
 1
 1
 6
 SMS
Game
 2
 SMS
No,fica,ons
 Video
 3
 MMS
Campaign
 5
 Mobile
Content
LP
 4
 Bannering
 4
 Mobile
Community
 Branded
Content
 Preroll
Video
Ad


Slide 9: AIDA:
Desire
 1
 1
 Free
3‐month
Subscrip,on
 Game
Demo
 1
 1
 SMS
Game
 Text
preview
on
LP
 1
 Configurator


Slide 10: AIDA:
Ac6on
 1
 2
 2
 9
 SMS
No,fica,ons
 3
 SMS
Game
 MMS
No,fica,ons
 Dealer
Locator
 4
 Click‐2‐Call
 7
 Send‐a‐friend
 Book
test
drive


Slide 11: ‐ 
Mobile
Bannering
 ‐
Mobile
Gaming
 ‐
Wallpaper
 ‐
Mobile
Content
LP
 ‐
Mobile
Video
 ‐
SMS
Campaign
 ‐
Game
Demo
 ‐ 
MMS
Campaign
 ‐
MMS
No,fica,ons
 ‐
Dealer/Store
Locator
 ‐
SMS
No,fica,ons


Slide 12: Mobile
Bannering
 Landrover
 •  Pepsi
 •  Ford
 •  Hyundai
 •  Toyota
 •  ⏎


Slide 13: Wallpapers
 Pepsi
 •  Ford
 •  Hyundai
 •  Bud
Light
 •  Absolut
 •  ⏎


Slide 14: Mobile
Gaming
 •  MTV
Networks
 •  Unilever
 •  Bud
Light
 ⏎


Slide 15: Mobile
Content
Landingspage
 Absolut
 •  Hyundai
 •  Jaguar
 •  Mazda
 •  Toyota
 •  ⏎


Slide 16: Mobile
Video
 Unilever
 •  Mazda
 •  SEAT
 •  Ford
 •  Pepsi
 •  ⏎


Slide 17: SMS
Campaign
 Pepsi
 •  History
Channel
 •  Panasonic
 •  Snapple
 •  KISS
FM
 •  ⏎


Slide 18: MMS
Campaign
 Vodafone
 •  Samsung
Fun
Club
 •  Coca‐Cola
 •  Pon,ac
 •  ⏎


Slide 19: Game
Demo
 •  Samsung
Fun
Club
 ⏎


Slide 20: SMS
No,fica,ons
 Expedia
 •  William
Hill
 •  BP
 •  Renault
 •  Jameson
 •  ⏎


Slide 21: MMS
No,fica,ons
 •  Vodafone
 •  Coca‐Cola
 ⏎


Slide 22: Dealer
/
Store
Locator
 Landrover
 •  Hyundai
 •  Toyota
 •  SEAT
 •  Jaguar
 •  ⏎


Slide 23: Conclusion
 •  Automo,ve
and
food
markets
are
well
 presented
in
the
field
of
mobile
adver,sing
 •  To
gain
aWen,on,
marketeers
tend
to
use
 mobile
content
(i.e.
wallpapers,
ringtones,
 videos)
 •  SMS
or
MMS
no,fica,ons
are
mainly
used
in
 ac,on
oriented
campaigns


Slide 24: Ques,ons?